Domino’s Singapore and Media Agency Havas Media Drove a 16% Lower Online Ordering CPA with Outbrain

Category

CPG

Success Story

In order to ensure the Sidekicks Combo promotion message reached a new and interested audience in Singapore, Domino’s partnered with Outbrain to reach foodies in the discovery moment.

Overview

Using Outbrain’s native discovery solutions, Domino’s amplified the message across premium sites such as The Straits Times, ChannelNewsAsia, BBC and Bon Apetit, buying on a cost per click model and optimizing towards orders — which enabled Domino’s to drive incremental online sales.

Solution

To achieve this, Domino’s did the following:

1. Layered Outbrain’s proprietary interest-based Predictive Targeting

2. Employed Outbrain’s new fully-automatic Conversion Bid Strategy tool

3. A/B tested relevant images with ad copies that call out the time-sensitive message

4. Optimized based on best performing devices

Results

Combining the power of Outbrain’s advanced targeting features with exciting messages, allowed Domino’s to access the power of discovery vs. social during the promotional period.

Results by Numbers

  • 16% reduction in CPA vs. campaign goal
  • 17% incremental increase in online orders over the offer period
  • 347% more efficient CPC vs. Social

Online experimentation is crucial for us to identify new avenues for incremental sales growth and in Outbrain, we have found a partner who provides us with media placements that are high value and effective. It is important that we’re able to reach out to the right audience with low effort quickly within this competitive landscape. We are happy with the CPA Outbrain drove for Domino’s and look forward to achieving greater heights.”

Adam Yeoh, Domino’s Senior Digital Marketing Manager

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